CTR Calculator

Calculate your click-through rate from impressions and clicks, or work backwards to find what's needed.

Fill in any two fields — the third will be calculated automatically.

What is Click-Through Rate (CTR)?

Click-through rate (CTR) measures the percentage of people who click on your ad after seeing it. It's one of the most fundamental metrics in digital advertising, indicating how compelling and relevant your ad creative is to your target audience.

A high CTR generally means your ad copy, creative, and targeting are well-aligned. A low CTR suggests your ad isn't resonating — which could be a creative problem, a targeting problem, or both.

CTR vs. Conversion Rate: CTR measures interest (did they click?), while conversion rate measures action (did they buy or sign up?). Both matter — a high-CTR, low-converting campaign may attract the wrong audience.

How to Calculate CTR

CTR is calculated by dividing the number of clicks by the number of impressions, then multiplying by 100 to get a percentage.

  1. Find your total impressions (how many times your ad was shown)
  2. Find your total clicks (how many times users clicked)
  3. Divide clicks by impressions and multiply by 100

You can also use CTR to work backwards — if you know your target CTR and planned impressions, calculate the expected clicks. Or if you know your target clicks and CTR, calculate how many impressions you need to buy.

CTR Formula

CTR

(Clicks ÷ Impressions) × 100

Expressed as a percentage
Clicks

Impressions × (CTR ÷ 100)

Estimate expected clicks
Impressions

Clicks ÷ (CTR ÷ 100)

Impressions needed for a click target

What is a Good CTR?

A "good" CTR varies significantly by platform, ad format, and industry. What matters most is your CTR relative to your own historical baseline and platform benchmarks.

Platform / Format Average CTR Strong CTR
Google Search Ads 3–5% > 8%
Google Display Ads 0.1–0.3% > 0.5%
Meta (Facebook/Instagram) 0.9–1.5% > 2.5%
LinkedIn Ads 0.3–0.6% > 1%
TikTok Ads 0.5–1% > 2%
Email Campaigns 2–5% > 8%

CTR Benchmarks by Industry

CTR also varies by industry. B2B industries typically see lower CTRs than consumer-facing verticals, especially on social platforms.

Industry Google Search CTR Display CTR
E-commerce / Retail4.2%0.35%
Finance & Insurance2.9%0.12%
Healthcare3.1%0.20%
B2B / Technology2.6%0.08%
Travel & Hospitality5.4%0.28%
Education3.8%0.19%

Source: Industry benchmark aggregates. Actual CTRs vary by targeting, ad quality, and seasonality.

Tips to Improve CTR

Ad Copy
  • Use strong action verbs in headlines
  • Include your target keyword in the headline
  • Highlight a specific benefit or offer
  • Use numbers ("Save 30%", "5 ways to...")
  • Match the ad copy to the landing page
Targeting
  • Narrow your audience to the most relevant segments
  • Use negative keywords (Google Ads)
  • Test different audience types (interest vs. lookalike)
  • Run dayparting to show ads at peak engagement times
  • Exclude low-performing placements
Creative
  • Use high-contrast visuals that stand out in feeds
  • Show a human face when appropriate
  • Keep text minimal on image ads
  • Test video vs. static creatives
  • Refresh creatives regularly to combat fatigue
Testing
  • A/B test one variable at a time
  • Run tests long enough for statistical significance
  • Compare CTR alongside conversion rate and CPA
  • Document winning patterns and apply across campaigns
  • Use platform-native A/B testing tools